Measure This!

Transparency and complements

Tuesday, March 25th, 2008

We have been very transparent about what we offer and how we offer it from the very first day of Mediastow’s conception. Every now and then, we learn that the competition is starting to catch up.

We began by being the first in the Middle East to offer the AVE (Advertising Value Equivalent) figures with the clippings automatically and now they are doing it. We were the first to offer instant measurements and despite them claiming to having it since 2003 (a complete lie), they appear to have finally managed to put something together like it. Hell, they claim to be the first to have a consolidated platform to serve broadcast, print and online clippings, which is absolutely not true. I guess they would have to ask some of our clients who receive our broadcast clippings through our platform to know how long we have been doing this for.

So, we are no longer going to be announcing features as we add them (especially during this period, where new features are added on a weekly basis). We have several new things that we are very excited about, but unfortunately will have to keep it to our clients only at the time being.

We did expand on our measurements ‘dashboard’ as some people like to call it. Things are broken down further w/ drill downs, etc. Without elaboration, it will take anyone who wants to copy us awhile before they catch up

Our interface has been overhauled to become interactive. This is also not going to be easy to copy, as it requires a re-work of the entire platform.

To the competition I say, we appreciate the flattery you afford us when you copy our innovations. You are making us blush! But now, you will have to figure out the rest on your own!

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Just how badly are they du’ing?

Monday, March 17th, 2008

While reviewing our research before submitting it to GMR, we had to take a step back and think of what would become of du. When du came out, they were the fresh new kid on the block. They had a fancy (yet incomprehensible) campaign. I never really understood the whole ‘water’ theme. A friend who was closely associated with their advertising campaign continued to distance himself from the project as to not be held accountable for it.

Satisfaction levels are at an all-time low. We don’t see du targeting the audience who appear to be more inclined to even try them. What is the problem? I think their problem is that their marketing communication campaigns are not monitored and measured properly. Sure, they have a media monitoring program. They manually place their clippings in a du themed PowerPoint presentation (spending countless hours doing a job that should be automated — not our problem).. but they don’t appear to be advised on how to approach their PR, from a scientifically measured approach.

Perhaps after reading the full section in the April 2008 issue of GMR, they will demand more.

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More good is twice as good?

Tuesday, March 4th, 2008

We have an Arabic saying that goes a little like “ziyadat el khair khairain”, roughly translated, more good is twice as good. However, with Emarat Al Yaum doing an Abu Dhabi edition (population: 260k) and the soon-to-be announced ‘The Nation’ in Abu Dhabi.. we are looking at an excess of papers that hardly have anything to distinguish them from one another. With over a dozen dailies in the UAE, is more good really twice as good?

If ‘The Nation’ (if that indeed is the name it will keep) will turn out to be the first English Pan Arab daily, it may have a chance of being a differentiator. However, with the current constraints in press freedom throughout the region, I don’t see that happening unless Abu Dhabi takes the same bold step Doha did with Al Jazeera.

The question is: Is Abu Dhabi willing to potentially alienate its friends and allies for the sake of press freedom?

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Red Bull has some serious wings!

Monday, March 3rd, 2008

We were asked by Gulf Marketing Review to provide some media insights on energy drinks in the UAE and KSA for their December 2007 issue. The exercise showed that no one in the sector seems to understand PR, with the exception of the phenomenal job that Red Bull is doing.

Despite there being very few articles on energy drinks during the period of coverage (October 2007), Red Bull still took home 90% of the share of voice.

Measurements

But a properly conducted measurements report is never complete without the outtake. So, we asked the target audience and were not surprised to find that recognition of Red Bull is in line with their PR activities.

Sector Highlights
The KSA market is a much more homogeneous one than the UAE. This is rather important to note, as foreigners constitute the majority of the population of the UAE. As such, we are looking at two fundamentally different markets. For instance, age, income and gender played a key role in brand recognition in KSA, but did not have the same impact in the UAE market.

The above tables tell the full story.

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Archive for March, 2008

Transparency and complements

Just how badly are they du’ing?

More good is twice as good?

Red Bull has some serious wings!

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